Internet Marketing

What type of business are you?

Budget v Time v Interest  - Some businesses are cash rich time poor. Quite simply they haven't got the time to devote to learning new skills and see outsourcing as as a wiser investment of time and money. Others may recognise the importance of digital marketing but have better things to do with their time, which is fair enough!

Staff training- Some businesses see a great long term opportunity to allow their staff to learn more about these techniques and processes, this can be a great long term investment.

Goals & Expectations - The Return on Investment is high but its not gone unnoticed. Competition is more intense and while you can still do a lot with comparatively little some sectors require more effort over a longer period of time. Helping you set realistic expectations is a vital part of the initial consultation.

Time, skills, budget and goals are crucial to determining how we progress.

Who are we trying to influence?

Right people, Right Time - All marketing is about engaging the right people, at the right time with information, products and services that they find relevant and engaging. Digital offers a tools set that enables us to do this very effectively.

Visualising Customers - Using online research and data we help you visualise your customers, even develop personas to help the planning process. Keyword Research, Social media & Network profiling, Content Analysis are all tools that help us get under the skin of the customer.

The strategy we build with you is based on a clear understanding of who your customers are,  how we access them and how we gain their attention

Strategy and tactics – where we start coming up with answers to things like:-

Web design - How does the design and structure of web site support the strategy?

Channel Mix - What’s the best mix of search, affiliate, display and social?

Awareness v Decision points - Do we target local search, long tail or ‘head terms’?

Content Plan/Requirement - What content will help us carry forward our strategy?

Partnerships and Relationships -  Are there strategic partnerships that can help us? Where are the link building opportunities?

Make it Multichannel - are we leveraging all channels Direct Mail? Mobile? Apps?

We try to  understand your business intimately then its about asking the right questions

Implementation and the importance of detail

When it comes to implementation, there are lots of considerations that are sometimes channel specific and too numerous to mention here. Here are some examples to give you an idea......

Technical - Are we using CSS and HTML  effectively, Is our server response time quick enough? Does IA aid indexation or hamper it? Are we using the right platform for the job?

Copy - What actual copy do we write (Content Strategy), how much, when do we deliver it and who is it actually aimed at (you may target a community outside of your target audience to achieve a goal that will help you in the long run)

Distribution - What does the content need to do for us? What do we want this to do for us Social Media Engagement? Search Engine Rankings? Discount strategy for acquisition? Highly engaging on page content designed to convert?

Channel specific detail - Are we covering the right social media spaces for the client? Do we require seeding? Can we leverage content networks as well as Paid Search? Video content in display and in search?

Strategy drives the detail requirement, ultimately a strategy or idea is only as good as its implementation

Were our assumptions right? Armed with more data we need to revisit the assumptions and goals made in the planning phase, refine them and start planning again.

Are we making progress?Are we making progress against the objectives we set out in the beginning? Are we winning the many little battles required to affect this overall change. Do we know why things are working?

How can we improve? Knowing what is working and what isn't informs the planning cycle

A cyclical process - Tweaking the process. Its time to revisit the goals and begin the cycle again. Do we need to test an alternative design, copy or layout? Digital marketing is more of a process than a finished project.

Digital marketing produces vasts amount of data. Drawing actionable insights from that data and feeding it back through the strategy and implementation cycle is fundamental to success